Transforming a Global Workforce Communications
Challenge
A prominent workforce communications-tech provider, renowned for its global presence and successful track record with mid-market and large customers, faced a critical challenge. With a newly established C-level team and organizational structure, they aimed to launch an effective Account-Based Marketing (ABM) campaign focused on securing high-profile clients. However, the new organizational changes disrupted their efforts. They urgently needed a fresh go-to-market ABM strategy, enriched with in-depth intelligence and insights on their designated strategic accounts and key stakeholders.
The company understood the crucial need for precise and actionable data to achieve its goals. They sought a comprehensive approach that provided detailed information on business priorities, challenges, IT strategies, and technology stacks of their target accounts. With a limited number of account managers, their time was too stretched to conduct substantial research on the critical named accounts necessary to win the big logos.
Solution
To address these challenges, we delivered an in-depth account intelligence report that uncovered the most relevant aspects within each named account. This comprehensive analysis included detailed insights into business priorities, digital transformation goals, HR organization and structure, as well as internal communication priorities and challenges. By delving into these critical areas, we ensured a thorough understanding of the target account’s operations and strategic objectives.
Additionally, we developed deep-dive executive insights on named stakeholders and decision-makers, providing detailed information about key individuals who influence decision-making. This equipped the marketing, sales, and account management teams to craft precise, impactful communications and strategies that resonated with each account’s unique needs.
Outcome
The pilot phase of the ABM campaign, driven by significant engagement across strategic accounts, proved to be a resounding success. The company has now scaled the ABM approach organization-wide, integrating it into its marketing and sales processes.
Our reports helped:
- Significant cost savings: More than 15% of account managers’ time across the organization was saved, allowing them to focus on relationship-building and selling solutions.
- Major win: Secured their first enterprise customer within six months of the campaign’s commencement.
- Organizational scaling: Successfully expanded the ABM campaign across the organization.
- Future campaigns: Initiating similar campaigns targeting tier-two accounts with comparable precision and effectiveness.